Even if your lead magnet is already compelling, if your prospects are having a hard time converting, they’re likely to abandon the offer. Lead Scoring Now that you’ve generated your leads correctly, it’s time to start scoring them so you can focus your time and resources on nurturing only the high-quality leads that matter.
While your lead scoring approach
may vary based on your business model and ideal audience, here are some general steps you can follow: Define Stages/Levels The most important step in lead scoring is defining your lead’s stages/tiers. The standard levels are: Stranger: Website/platform visitor who job function email list has not yet submitted their contact information Lead: Contact who has submitted their contact information (email address) MQL: Marketing Qualified Lead, a lead who has interacted with your content multiple times.
Close monitoring
\is required and we should gauge their actual level of interest. SQL: Sales Qualified Lead, a lead with a high likelihood of making a purchase, ready to be contacted by sales Assignment Points For how to use lead magnets and video creatives on social media to increase sales example, we could use a 100 point system with the above scale: Strangers add 10 points Leads get 50 points When a lead has 80 points, the MQL is met and each offered lead magnet is worth 10 points.
So when they sign up
for three lead magnets, they are an MQL. The leaders have 100 points left to qualify as SQL, so they must accept two additional offers. Defining Points for Actions Above we defined that signing up for a lead magnet is worth 10 points, but we can assign points to other actions as well.
For example
1 point is assigned for each email opened and book your list read, 2 points for each link clicked, and so on. Define a score for possible actions based on your business model. Defining Point Decay Your prospects are not static and may change their mind about your brand before or even after they make a purchase.
In this case, we can assign
score decay to appropriately “downgrade” the lead for a more accurate score. For example, after 30 days of no action, we can deduct 10 points, and after 60 days of no action, we can deduct another 40 points. If a lead takes no action after 90 days, we subtract all points.